op-notchmarketersoftenhaveextraordinary
Tabilitiestoleadbrilliantlyandeffectivelycontribute tothebusinessworldbyhoningtheircraftsand excellinginthemarketingniche.SuccessfulCMOshave marketingtechniquesinthemthataretechnicaland valuable.Withtheirstrongleadershipandmanagerialskills, theysuccessfullyleadteamsandmanageeffectively.Highrankingmarketingexecutiveshaveadaptabilityand analyticalthinkingskillswithadetail-orientedapproach. Theyarebold,fearless,patient,andhavecharismatic personalities;therefore,theysucceedinleadingfromthe front.
TheflexibilityandadaptabilityapproachhelpCMOsbe relevantintheever-changingmarketinglandscape.They adopttechnologytokeeptheirsolutionsupdatedand allocatebudgetandresourcessufficientlytostayaheadof thecurve,preparingforthechangeinadvance.The preparationandpreparednessapproachhelpsCMOs succeedenormouslywithdeliberateactions,calculated methods,andstrategicdecisionstohelpthemthrive.
InfluentialCMOsexecutetheirstrategiesthroughtheir skilledteammembers.Theyfocusongrowthopportunities bymaximizingtheirstrengths.Theanalyticalapproach helpsthemreviewthedifferentsurveysandtrendsandtake actionaccordinglytomakehigh-valuedecisionswith criticalthinking,leadingtobrilliantbusinessoutcomesand results.
SmartCMOslearnfromthemistakesofothersand deliberatelyavoidmistakesbytakingprecautions;being relevantinthemarketisthetopmostpriority Therefore, theyanalyzethemarketindetailandthinkofdeliveringthe besttomeetmarketdemands.
SuccessfulCMOsdon’thavesloppyandcomplacent approachestotheirwork.Theysethighstandardsfor themselvesandtheirteams,andtheyexpectthebest contributionandbestresultsfromeveryone.They succeedintappingthefullpotentialofothersand also.Theyaredetailed-oriented,andtheyactonthe conclusionofadetailedanalysisofthevarious surveysandinputsfromallteammembersbasedon thestudyofthemarket.Theycreatearobustsystem capableofdeliveringexemplaryresultsforallthe clients.Attentiontodetailistheirhallmark,which helpsthemleadmoreaccurately.
Creativecampaignshelpthemrepresenttheir organizationsasitisandinapositivelighttothe public.Theirmarketingskillscreateagreatlegacyin theirorganizationsandinspireeveryoneelsetouplift themselvestoanexcellentstandard.
InthiseditionofThe10MostInfluentialCMOsto Watch2022,wepresenttheCMOscreatingimpact withtheirpracticalanddetail-orientedapproachin thebusinessworld.
Diveintotheplethoraofinspiringjourneysofthe CMOsthatimpactthemarketingspace.Gain insightsabouttheindustrythroughtheCxO standpointsoftheleadingexperts.Whileflipping throughthepages,makesuretogothroughthe articleswrittenbyourin-houseeditorialteam.
AmitabhRamani GlobalMarketing Director
AbdulSani AbdulMurad CMO
JadeGlobaliswell-positionedstrategicITservicespartner.JadeGlobal jadeglobal.com
RHBBanking GroupRHB BankingGroup
AndreaSaravia GlobalMarketing Director Ufinet ufinet.com
AmieBracken AccountDirector Arize arize.com.au
ChiefCommercial Officer
ÈveLaurier
VicePresident Communications Marketing
Bombardier bombardier.com
ReaQta reaqta.com
RHBBankingGroupisamultinationalregionalfinancial servicesprovider.
UFINETisaneutralfiberopticoperatorinthewholesale telecommunicationsmarket.
Arizeisaspecialistcommunicationsagencythatdelivers powerfulresults.
Vantageoffersawidearrayofspecialtyre/insuranceproducts.
Bombardierrevolutionizedcorporateoccupationalhealthby leveragingthelatesttechnologyandmobilityhealthcaretrusted bysmallbusinessestoFortune500companies.
ReaQtaoffersafullrangeofendpointsecuritysolutions.
JessicaJensen CMO Indeed.com indeed.com
RohitPrabhkar CMO
SashaKing CMO
EQHoldings eqh.com
Indeedisthe#1jobsiteintheworld1withover250Munique visitors2everymonth.
EQHoldingswasfoundedbyoperatorsandentrepreneurs, havingaprovenprocessoftransferringabusinessseamlessly andthoughtfully
CareDx caredx.com CareDxisdedicatedtoimprovingthelivesoforgantransplant patientsthroughnon-invasivediagnostics.
Whenaleaderbuildsateamwithpractical professionalacumen,theyholdthepotentialto drivethedesiredchangeatitsmostrefined form.Theyunderstandthatpeoplebuildbusinesses;thus, keepingyourteamintactthrougheveryupanddown becomesessentialtomakestrongerbondsthatcanface everychallengethrownatthem.Similarly,themarketing worldfrequentlyevolves,challengingitsleadingpeersto adapt,innovateandsurpassintheirforte.Asthemarketing demandproliferates,itrequiresleadershipwithbroadened viewstoencompassthechallenges,redefiningthenormsof marketingfunctionstobringsignificantchange.
Thisdemandingnatureofadaptivenesscameinhandyfor RohitPrabhakar,whoconsistentlyadaptsbyrelearning everythingfromscratch.Hestartedhisprofessionaljourney asasoftwareengineer,whichlatershiftedtosalesandthen finallyontomarketing,gainingknowledgefromdifferent sectors.Duringthesecareershifts,hemovedtotheU.S., whichwaschallengingashehadtoadapttothenewwork culture,leadingteamswithvaluesandprinciplesthatwere fardifferentfromhispreviousexperienceofthecorporate cultureofIndia.
Later,Rohitimplementedhisexpertiseinthedigitalsideof marketingforadecadeleadingglobalteamstodeliver revolutionarydigitalsolutionsthatengagedclientsforvery largecompanieslikeMcKessonandThomsonReuters beforelandinginhiscurrentpositionastheChiefGrowth OfficeratEQHoldings
Earlyinhiscareer,Rohitoftencameacrossunhappyclients whodidn'treceivewhattheysoughtduetomistranslations duringtheprojects.Hesteppeduptoresolvethese significantissuesbyunderstandingtheneedsanddesiresof thecustomers.Heefficientlycommunicatedandtranslated whattheypreciselysought,tohisteam,resultinginbetter resultsregularly.
Rohitexpressesthatthetwoyearshespentinsaleswerethe besttimeofhiscareerashegottheopportunitytolearn needsdirectlyfromcustomersandbecomecustomer obsessed.Hewasthenintroducedtotheworldof marketing,wherehecouldusetheperfectblendofTech andDigitalskillsandtraininginsales.Hefoundhiscalling inthemarketingspace,astechnologystartedplayinga significantrole.Hegatheredknowledgethathelpedexecute variousstrategiesthatmadehimoneofthecherished pioneersinthefieldasathoughtleaderinmarketing technology,dataandartificialintelligence.Rohitentered themarketingworld,understandingmultipleaspectsthat enabledmarketingorganizationsworldwidetoinfluence positively
EQHoldingsoperatesasaprivateholdingcompanyto acquire,investinandbuildmeaningfulbusinessesin partnershipwithmanagementoveranindefinitetime horizon.Rohitmentions, "Our philosophy is we are looking for businesses that we can take to the next level using the
Our company philosophy is to take businesses we operate to the next level of growth using the power of people, process and digital.
“ “
power of digital and great customer experiences. EQ Holdings is an ESOP company where all employees are the owners.”
Rohitfocusesonincreasingdemandgeneration&sales, improvedCustomerService,operationaleffectiveness, processimprovements,reinventingbusinessmodelsand enablingdigitaltalent/cultureaspartofdigital transformationprograms.Heaimstoimplementthevoice ofthecustomerandcustomerzero(employees)toimprove theoverallcustomerexperience,andwhereverpossible, innovateanddisrupt.Hesays, "I'm responsible for the digital and improving the overall revenue growth of those companies. Marketing, sales, customer experience, and customer service are the areas where I can improve with data, analytics, digital technologies and great CX.
Unlocking Business Growth with Digital transformation is my core responsibility.”
WhatmakesRohitanadmiredleaderishisabilitytobuilda team,instillingaculturethatistrustingandfocusedon growthwhilelookingaftereachother.Heunderstandsthe importanceofateamthatcancreateamassiveimpacton thecompany'stopandbottomline.Heshareshis experiencebystatingthathebuiltornurtureworld-class teamsineveryorganizationhehasworkedfor
Rohitbelievesitisessentialtohireortrainrighttalentthat canaddvalueandbringnewinnovativeideastothetable.
Heworkedwithleaderstomakethischangehappen, creatingteamsthatenabledinnovationdisruptingthe landscapeoftheindustrieswithDevOps,agileanddatadrivenmarketing.Heasserts, "Things that any successful startup feels proud about do, my teams have enabled that in large organizations. Customer obsession was not even a hype in most places when I started there. During my tenure, I have enabled customer obsession across several organizations through data-driven decision making instead of leading with executive opinions.”
RohitknowsthatDatasitsatthecoreofalldecisionmaking;withtheprecisedataandsupportiveculture,one canbringawinningstackinmultipleaspectsofbusiness suchasmarketing,salesandcustomerservice. AnotheressentialthingthatRohitdedicatedhiseffortswere toimprovecustomerexperience.Hemeasuredcustomer experiencethroughthingslikenetpromoterscores(NPS), CSATandtaskcompletionrates.Hehasexecutedvarious strategiestoenhancethecustomerexperiencethatledto increaserevenuegrowth.Theprimeexampleisthe360% increaseine-commercesalesthathisteamenabledatrecent companyandgeneratingalmost$1billioninnetrevenue foranotherFortune500company.Onoperationalsidehe notes, "We improved return on ad spends (ROAS). We were spending lot of money on paid media, but we were not generating even 1:1 returns on those investments. We hired a small team of experts led by a smart leader, a right AdTech platform and enbaled them with with data-driven decision-making in real-time; which led of improvement of
ROAS from under 1:1 to 1:2.5 in less than a year. I don't think there is any agency that you can hire, that even they can do it in one year, but we did it with our in-house paid media team.”
Asathoughtleader,Rohitunderstandstheimportanceof curatingagoodteamisnotworryingaboutfailingbut failingfastandextractinglessonslearntfromfailuresto ultimatelysucceedbig.
AccordingtoRohit,marketingtechnologyisgoingtowards amorematurity-drivenreturnofinvestment.Currently, companieswastearound60to70%investmentin marketingtechnology;thus,focusingongeneratingbetter outcomesutilizingROIcouldbebeneficial.Rohitbelieves thatwewillseemoree-commerceandmarketing technologycomingtogethertobuildbetterwholenew customerexperiencesandenablingbusinesgrowth.
Rohitseeshimselfcontinuingtoimprovecustomer experienceandenablingbusinessgrowthbydigital
transformingmarketing,sales,andcustomerservice.He wantstoimprovethetop-linegrowthoftheorganization's revenueandprofits.Hesays, "I'm passionate about marketing, and I would like to continue enabling different organizations. I don't care about the title until I am doing what I'm passionate about.”
Rohitreceivedthisadviceveryearlyinhisprofessional journey,andhewouldliketopassittotheupcoming leaders–Donotbeafraidofmakingmistakesandfailing! Quickly learn from your mistakes, pivot don't repeat those mistakes again.
DigitalMarketingismarketingdoneondigital platformssuchassearchengines,websites, emailsandmobileapps.Itisanefficiently targeted,conversionorientedandinteractivemarketing ofproductsandservicesbyoptimallyutilizingdigital platformstoacquirecustomers.Thescopeofdigital marketingisnotlimitedtoadvertising.Italsoincludes Acquiringnewcustomersandsustainingthecurrent customers.Thereasonwhydigitalmarketingisatopic ofdiscussionisthestatisticsbehindthesame:
81%ofshoppersconductonlineresearchbefore makingbigpurchases.(RetailingToday,2014)
65%ofsmartphoneusersagreethatwhenconducting asearchontheirsmartphones,theylookforthemost relevantinformationregardlessofthecompany providingtheinformation.(Google,2015)
51%ofsmartphoneusershavediscoveredanew companyorproductwhenconductingasearchon theirsmartphone.(Google,2015)
61%ofmarketerssayimprovingSEOandgrowing theirorganicpresenceistheirtopinboundmarketing priority.(HubSpot,2017)
DigitalMarketingisknowntobeanumbrellaunder whichalltheaspectsofonlinemarketingactivitiesare covered.Followingarethemostcommontypesof marketingactivitiesunderdigitalmarketing:
Searchengineoptimizationisaprocessofutilizingall theavailableresourcesinordertooptimizetheoverall performanceofawebsite.ThroughSEO,acompanycan improvethequalityofthecontentonitswebsite, increasethereachability,attainhigheruserengagement, etc.Forexample,Amazongeneratingcontenttobeon topofthesearchenginesisatypeofSEO.Accordingto statistics,67%oftheclickscomefromthefirstfive listingsofasearchpage.Thisclearlystateshow importantitisforcompaniestouseSEO.
PayperClickiswhenacompanybidsforacertain keywordsandoptimizesitswebsiteaccordinglytobeon thetopofthesearchresultspage.Thecompaniespaythe searchengineseverytimesomeoneclicksonthe
websiteslink.Inthe process,thesearchengineslookat threeaspectsbeforeputtingthemon thetopofthelistintheirsearch resultspage:
Theamountofmoneythe companyisbidding
Howrelevantthekeywordiswith thewebsiteanditsproducts
Howoptimizedisthelanding pageofthewebsite
ContentMarketingisaprocessof creatingrelevantcontenttoacquire newcustomers.Thecontentmustbe
valuabletothecustomersand consistentinquality.Itisakeytool forSEOandhelpsthewebsitetoget noticedonsocialplatforms.Good Contentshouldnotbepromotional buteducationalandinspirationalso thattheusercanseethewebsiteasa sourceofinformation.
Mobilemarketingrefersto advertising/sellingtheproductsand servicestopotentialorexisting customersthroughtextmessageson theirmobilephones.Thisisoneof themostdirectwaysofmarketingas theresponsetimefromcustomersvia
smart phoneis highest. 97%ofall thetext messagesarereadwithin4minutes ofbeingsent.Thecompaniesacquire newcustomerseverydaybyoffering themdiscountsonitsproducts throughtextmessages.
Socialmediamarketingreferstothe processofinteractingwithcustomers
Amitabh Ramani
avingmultichannelandconnectedexperiencesare
Hnotfuturetrends;instead,thesehavealready becomethewaypeoplecommunicate.Tocreate highlyengaginguserexperiencesforcustomers understandingbehavioralinsightsisessentialtoinfluencea business.Itisimperativetolearnthatcustomerswith positiveexperientialoutcomesaremoreinclinedtostay longerwithabrand,telltheirfriendsaboutit,andadvocate loyalty.ThispatternledAmitabhRamanitoguide marketingeffortstotransformcustomerexperiences, creatingamoredesirablefutureandbetterengagementfor companieshehasworkedwith.
AstheGlobalMarketingDirectoratJadeGlobal, AmitabhleadsStrategicMarketinginitiatives,driving changethroughamixofinnovativetechnology,storytelling,nuancedwithanenrichedunderstandingofB2B consumerbehavior.Hehasraisedthebarofthevalue deliveredtoclientsthroughautomation,handlingseveral state-of-the-artprojectsfrominceptiontocompletion, aimingtodeliverhisbest.
Amitabhreminiscedtheexcitingearlydayswhenhewas deeplyinvolvedinbuildingmarketingroadmapsfrom scratchwithhisteam,managingtogetcustomersonboard. Thoughitwerecherishingmomentsfortheorganization,he hadtoovercomevariouschallenges,makingleaders understandthatmarketingisacorefunctionandnotonly support.Hethrivedonexplainingtothemtheimportanceof brandingandhowinvestmentinbuilt-inbrandequity reducescosts,buildscustomerloyalty,anddrivessales. However,Amitabhhadanenthusiasticteamworkingon multipleprojects;theyunderstoodthemoreprofound theoriesaroundbuildingbrandsandactualizingmarketing plans.
Budgetallocationofresourceswasalsoanotherchallenge thatAmitabhhadtoovercome.Heasserts, "I think that's a
challenge that exists with all businesses, new and old. You must prove your value before it will get funded. It's pretty much a trial-and-error process. However, through proper planning, we were able to overcome this hurdle on time." Heiskeenonblurringthesiloedboundariestogainmore influenceasdifferentpartsmoveclosertowardreal synergies.Itcanempowerteamstodelivermorevalueto betterunderstandtherolesofothers.Headds, "It has been my endeavor albeit not without accompanying challenges, to break these siloes and through marketing involve and unite other functions and roles in a company."
Amitabhhasbeenworkinginthetechindustryformore thanadecade.Hehashelpedcompaniesacrossmultiple sectors,improvingthequalityoftheirproductandservices, enhancingtheirmarketing,branding,sales,andcustomer service.Hehasalsocollaboratedforproductdevelopment andbusinessgeneration,resultingincontinuoussuccess.
Asabelieverinthisnewageofdataandtechnology, AmitabhstatesthatthePandemicpushedorganizationsto achievetheimpossible.Astheoldsayinggoes- necessity is the mother of invention-theworldwitnessedthemost significantsurgeofmartechtoolsintheindustry.It acceleratedreachtothecustomers,gaveabetter understandingofprospects,anddefineditsidealcustomer base.
AmitabhbroughthisexpertisetoJadeGlobal,transforming itfromtraditionaltodata-driven.WithtoolslikeGoogle Analytics,HubSpot,ZoomInfo,SEMRush,andmany more,thecompanycantrackeachactivitycarriedoutonits websiteandsocialmediaandkeepacloseeyeonits competitionplusgetadetailedviewofthecustomer.It constantlyevaluateswhatworksmosteffectivelyatdriving userstotheirmodules.
Amitabhisatechnologyevangelistwhoaimstocreate frameworksandtrajectoriesthatallowconceptualizing pathsthatincludeinnovativetechnologiesrightfromthe onset.Heexpresses, "I began my journey in the IT ecosystem as a developer. This is my workhorse as every path we take in this in the current marketing technology of today is conceptualized as having certain ingredients that are tied together as concept/technology."
JadeGloballeveragestechnologyto:
Deliverhighlypersonalizedcustomerexperiences.
Gaincustomerinsightsforbetterdecision-making.
AutomationofallourtaskstoimproveTAT
Ithelpsthecompanystayfocusedonitscoremarketing objectivesanddeliverbest-in-classexperiences.
AmitabhfeelsfortunatetobepartofJadeGlobalinthe longrun.HelooksforwardtoreachingthezenithwithJade Globalasoneoftheworld'stopconsultingcompanies.He alsowantstogrowandmentorthenextgenerationof technomarketers.
Amitabhadvisesbuddingentrepreneursaspiringtoventure intothemarketingsectortolearn.Hesays, "Marketing like any other field is evolving daily, and at a faster pace than many, you need to evolve yourself to be a technical marketer now - rather than just a marketer." Hebelieves thatthejourneyofthousandmilesbeginswiththefirststep.
Amarketer'sgoalistocreatevaluablecommunicationwith thehelpofdifferentmarketingstrategiesandengageevery consumertargetoneachstageofthelifecycletomeetthe objectivessetforth.Amitabhnotes, "Focus your efforts on the latest trends and get yourself updated with everything new that comes up. You need to drive engagement of your target demographic at each stage of the funnel with relevant messages or offers. The golden rule for marketers is Know Your Consumer."
JadeGlobalispoweringinvestmentstohelpitsclient succeed.Itstandsfirmonitsfourcorevalueswithashared commitmenttoenliventhesevaluesdaily:ClientFocus, Innovation,Integrity,andCommunication.
Thecompanyiscommittedtopursuingexcellencewithout losingsightofwhatismostimportant–itsclientsand people.Itscollaborativeapproachwithadiverseteamof brightestandinnovativetalentenablesittoexceedclient expectations.Itthrivesonchallengesandconstantlythinks ofnewwaystooffereverythingthebestpossiblesolution. Asatechnologyleader,JadeGlobaleffectivelyidentifies, hires,andretainsindustryleaderswhodriveorganizationwidechangeforbusinessesinvariousindustriesthrough strategicthinkingandinvaluableexpertise.
Marketing like any other field is evolving daily, and at a faster pace than many, you need to evolve yourself to be a technical marketer now - rather than just a marketer.
Marketinghascomesofarwiththenew advancementsintechnologiessuchasAIand automation.Thejobofmarketinghasbecome moreconvenientaswellascumbersomeatthesametime, asmarketingleadershavetoperformseveraltaskstoreach outtotheirpotentialcustomers.Despitethesedifferencesof modernandtraditionalmarketingpractices,manyleaders havesmoothlycarriedoutallthemarketingfunctionsand achievedthedesirableresults.Withintenttorecognizetheir significantcontributions,InsightsSuccesshascompiledits listofThe10InfluentialMarketingLeaders,2019.
Thislistisincompletewithouttheinspiringworkof AndreaSaravia,theGlobalMarketingDirectorof Ufinet Andreahasbeenamarketingandbranding specialistfor24yearsnowandpossessanMBAspecialized inbusinessleadingandmarketingfromESIC,Madrid, Spain.ShehasbeenUfinet’sMarketingDirectorfor5years now,andhastackledmanychallengeseversince,suchas positioningUfinet’sbrandinadifficultandever-changing marketasisthetelecommunicationssector
Andreastartedhercareerin1995asanExecutiveKey AccountManagerinanadvertisingagency.Sincethat momentsheknewshewasmadeformarketing.Beingable togettoknowmanycompany’sprofilesandbusinessesat theircoreandtoembracetheknowledgethateverysector hadtooffer,allowedhertogrowinaveryintegralway, openingherpathtoachieveresultsnomatterwhatthe segmentsheworkedwith.Shehasoperatedinmanysectors
includingadvertising,PR,law,interiordesign,magazines, nutrition,andtelecommunications,whichshehasloved most.
Andreastartedworkingveryyoung,attheageof18.She didnothaveanyexperiencebefore.Thejobinthe advertisingagencywasverystressfulandshehadan importantoverloadofwork.Shedidnotknowatthetime howtomanageheremotions,thepressureandhertime.It tookhermanyyearstoknowherselfandfindthebestway togetthingsdonewithoutlosingcontrol.Later,shelearned notonlytogetthrougheverysingleobstaclethatcameher way,butevencravethemastheymakeherlifemuchmore interestingandchallenging.
TherearevariousfactorsthatinspireAndreathemost.She firmlybelievesinaphrasewhichstates,“dowhatyoulove, lovewhatyoudo”.Beingabletodothishasgivenherthe opportunitytotackleallthechallengesthatcomeherway andgrowasaprofessionalleader
AnothersubjectforAndreahasalwaysbeenlearningnew thingseveryday.Inheropinion,peoplewouldbesurprised knowingallthehiddentreasurestheycanfindbyjust openingtheirmind.Havingawork-lifebalanceisakey matter,enjoyingbothprofessionalandpersonallifewith familyandfriends.Fewotheradditionalmovesthathave inspiredhertoraiseincludesgivingtheextramile-always; workingsmart,nothard;takingriskseventhoughyoumay fail;andfinallychallengingyourselftodream.
In2014aprivateinvestorboughtUfinetfromGasNatural FenosaTelecom.ThemostchallengingtaskwastorepositionthecompanyasUfinet,abigplayerinthe telecommunication’smarket,participatinginvarioustrade showsinseveralcountries,creatingthefirm’sonlineimage fromscratch,suchasthecompany’swebsite,aLinked-In profileandothersocialchannels(inexistentatthetime), andmoreoverinteriorizingthebusiness’sgreatassets, vision,missionandvalueswithinthecompany’spersonnel.
Thatwaskeytocreateawarenessaboutthecompany’s ethics,itstop-notchservicesaswellascreatinganexcellent post-salespackagetogetthefirm’sclientsnotonlyto chooseUfinetforitsstrengthsandadvantages,butalsofor fallinginlovewithastrategyoftakingcareoftheirown businessgrowth.
AccordingtoAndrea,Ufinethasoneofthebeststrategies inthetelecommunicationsmarket,beinganeutralcarrierof carriers.Thismeansthatthecompanydoesnotreachthe endcustomerandtherefore,itdoesnotcompetewithits clients,whichisoneofthemainissuesitusestotackle competition.Nevertheless,itscompetitorsarealsoits clients,whichmakethetaskmuchtrickierandmore difficult.So,thebestwaytomarketitscompanyremainsto behonestandauthenticwithitsconsumers.
AnotherkeyfactoristheclosenessUfinethaswithits customers.EveryclienthasitsownKeyAccountManager, whoisavailablealmost24/7forthem.Thisprovidesthe
companywithanadditionalhands-onapproach,asitgetsto knowandfullyunderstandtheirmostimportantneedsand obstacles.
WhenaskedaboutthefuturegoalsAndreastates, “I love my job. And I can say that Ufinet is one of the best companies I have ever worked in. The values under which this company breathes are amazing. So, I aim to keep working here as a CMO. I believe that my expertise, my passion and my creativity will keep this company growing and “rock-n-rolling” for many years to come.”
Andreaadvisesemergingentrepreneurstostriveforsuccess andqualityeverytime.Shesays, “You will fail sometimes, of course, but the key here is to learn about each error and fiasco to make a better job next time. If you don’t push yourself after every failure, you will never acquire the wisdom to succeed in the future. Just do it, make things happen and never ever stop until you achieve what you desire most.”
“Be resilient and embrace change with passion – it’s the only way you will be able to grow as a person and a professional. “
Andrea Saravia Global Marketing Director Ufinet
ÈveLaurier,VicePresidentofCommunications, MarketingandPublicAffairsatBombardier,is leadingthecompany’scommunityandgovernment engagement,itsemployeeandcustomeroutreach,and stewardingthebrandjourneyinternallyandexternally, aroundtheworld.InsightsSuccesscaughtupwithÈveto learnmoreaboutherjourneyandwhatmakeshersuchan influentialleader
Below are the highlights of the interview:
Briefouraudienceaboutyourjourneyasabusiness leaderuntilyourcurrentpositionatBombardier.What challengesdidyouhavetoovercometoreachwhereyou aretoday?
Workingasamarketingandcommunicationsprofessional enablesmetoshapethedevelopmentandevolutionof productsandservices,whilesupportingaudience interpretationandunderstandingofbenefits.Creating,and protectingreputationsandinstillingprideisessentialfor continuedbusinesssuccess.Stewardingbrandsexternallyto globalaudiencesandinternallytocolleaguesisincredibly stimulating.Itisalsocriticalforaudienceacceptance, whichmakesitoneofthemorechallengingareasof marketinganybrand,andoneofthemorechallenging elementsofmycareerjourney.
Overcomingthesechallengesbothatagencyleveland clientsidehashelpedmedevelopa360-business perspective,whichcombinedwithmorethantwodecades ofexperienceissupportingmystewardshipofthe Bombardierbrandwell.
TellussomethingmoreaboutBombardier,itsmission andvision.
HeadquarteredinMontréal,Canada,Bombardierisaglobal leaderinbusinessaviation,withaworldwidereputationfor
creatinginnovativeandgame-changingexecutiveaircraft forademandinginternationalaudience.Themissionofour exceptionallytalentedworkforceistodeliversuperior, world-classexperiencesthatsetnewstandardsinpassenger comfort,reliability,safety,productinnovation,while respectingtheenvironmentthroughacommitmenttoa sustainablefuture.Ourvisiondoesnotstoponceanaircraft transactioncompletes.Bombardierstayswiththecustomer alongtheirownershipjourneyprovidingsuperiorcustomer supportthroughdedicatedservicecentres,mobileteams andasingularambitiontoensurethattheBombardier ownershipexperienceisexceptional.
Onanenvironmentalandsocialfront,Bombardierisa signatorytotheUnitedNations’GlobalCompact, promotingitskeyprinciplesonhumanrights,labour,anticorruptionandtheenvironment.OurESGplanisaligned withtheUnitedNationsSustainableDevelopmentGoals (SDG),focusingonthosewherewecanhavethegreatest impact.Iamparticularlypassionateaboutourrolein helpingpropelthewidespreaduseofSustainableAviation Fuel,orSAF,atBombardierandthroughoutthefacilities.It isanimportantpillartowardourindustrytosignificantly lowerCO2emissionsandSAFisapowerfulsolutionasit canbeusedbyexistingaircraft.
Enlightenusonhowyouhavemadeanimpactinthe Aerospacenichethroughyourexpertiseinthemarket.
Iamdelightedtoleveragemyskillstocommunicatethe strengthanddepthoftheBombardierproducts,philosophy, andbrandtoourglobalcustomers.Asweadheretoour pledgeforasustainablefuture,weareproudofthelevelof employeeengagementthatismakingthecommitmentto thisgoalpossible.Wehaveinvestedsignificantlyinmaking ouroperationsandfacilitiesmoreenvironmentallyfriendly, andwecontinuetoinvestinsustainabilitythroughour R&D.It’salsoveryimportanttomethatwecontinueto leadindustryengagementintheeducationandadoptionof
sustainableaviationfuel.Fromthissolidfoundationweare gladtobeinfluencingourowncommunity,government, industrycolleaguesandcustomers’thoughtsabout environmentalresponsibility Throughmessaging, communications,andmarketingIampleasedtobemaking animpactbychangingtheenvironmentalnarrativefrom whattheaviationsectorisnegativelycontributing,towhat wearepositivelyachieving–itisamonumental transformationforme,Bombardier,andtheindustryasa whole.
Astheaerospaceindustrycontinuesitsevolution,theneed toattractamorediverseworkforceisessential.Wearea multinationalorganizationpresentin14countries,andwe areproudofthenumberofnationalitiesthatarerepresented amongstourcolleagues.Wealsorecognizethatitisour responsibilitytocreateamoreinclusiveworkforceand increasethenumberofunder-representedgroupsinour teams,whichthroughsolidcommunicationsaboutthe workingenvironment,attractsabroadsetofapplicants.As afemaleseniorexecutive,Iamalreadyplayingmypartin achievingthisgoal!
Don’t wait for the opportunities, make them, and be sure to take them.
Undeniably,technologyisplayingasignificantrolein almosteverysector.Howareyouleveraging technologicaladvancementstomakeyoursolutions resourceful?
Bombardier’stechnologicaladvancementshavea sustainableimpactandthankstovisionarydesignand developmentourflagshipaircraft,theGlobal7500aircraft, isthefirstbusinessjettohaveanEnvironmentalProduct Declaration(EPD).Thisthird-partyauditprovidesdetailed informationabouttheaircraft’slifecycleenvironmental footprint.Asthefirstbusinessjetconceivedwiththis approachitclearlyhighlightsBombardier’scommitmentto itsoverarchingenvironmentalsustainabilitystrategy
Exemplifyingourindustry-leadingstanceisthecreationof theglobalsustainableaviationfuel(SAF)initiative. BombardierisakeymemberoftheBusinessAviation CoalitionforSustainableAviationFuel,andwe’reproudto besignificantlycontributingtoencouragingtheincreased uptakeof,anddemandfor,thecarbonemissionsreducing fuel.Werecogniseourresponsibilitytotheplanetand remaincommittedtodeliveringexceptionalproductsfor ourcustomersandtheenvironment.
Ifgivenachance,whatchangewouldyouliketobring inthemarketingindustry?
Bombardierisalreadyinstigatingchangeinthemarketing sectorbybreakingdownsilosthathavetraditionallyexisted alongthebusinessjetownershipsupplychain.Formerly explicitproductdetailswerethefocusofmarketingactivity howeverweareevolvingourstrategytoenhancethe customerexperiencethroughtheforgingofaninnovative suiteofrelationshipswithadiversesetofaviation companies.
Byfacilitatingsimplifiedaccesstoleadingprovidersof essentialaviationservicesthroughtheBombardierbrand wecandeliveraseamlessoperationalexperiencethatsaves time,moneyandreducesworkload.
InSingaporewehaveenrichedourmaintenance,repairand overhaulofferingbyformingastrategicrelationshipwith awardwinningfixedbaseoperatorJetex.Throughtheir privateterminalatSeletarAirport,Jetexoffersstate-of-theartflightplanning,concierge,fuel,andotherground supportservices.Wehaveasimilarrelationshipwith SignatureFlightSupportintheU.S.andEurope,providing ourcustomerswithasuiteofmulti-facetedinitiativesthat transformandenhancetheserviceexperienceatour
facilities.Fromarrivaltodeparturecustomershaveaccess toalltheelementsnecessaryforaseamlessoperational experience.
Thisbreakingdownofsiloschangesthemarketing landscapeaswemoveawayfrommarketingaircraftand addvaluebydefiningaholisticcustomerlifestyleapproach.
Wheredoyouenvisionyourselftobeinthelongrun andwhatareyourfuturegoalsforBombardier?
AsaseniorexecutiveatBombardier,I’mintheprivileged positionofbeingabletosupportcompanygrowth,evolve itsreputation,deliverthesustainabilitymessageeffectively, andinfluenceindustrychangesandattitudesintermsof attractingwomenandunder-representedgroupstothe sector.ThiswillnotonlyenhancetheBombardierbusiness, butitwilleffectpositivechangewithintheindustryaswe leadbyexample.
IalsowanttodemonstratethehumansideofBombardier throughcreativestorytelling–buildingastrongnarrative thatresonateswithauthenticityandinspiration.I’m passionateabouttellingBombardier’sstorythroughthe eyesofitspeople.Ourdedicatedandhighlyskilled workforcegivethebestofthemselveseachdayandit reflectsinthequalityofourproductsandservices.It’s importanttoconveythestoryfromtheirperspectiveto revealthehumanspiritbehindourworld-classorganization.
Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothemarketingsector?
Thereisnosinglepieceofadvicethatwillmakean entrepreneursuccessfulastherearesomanyfactorsinplay, butyoumustbelieveinyourselfandyourgoals.Don’twait fortheopportunities,makethem,andbesuretotakethem. Surroundyourselfwithpositivepeoplewhohavesimilar goalsandaspirations.Don’tthinktoohardaboutallthe thingsthatyoucan’tachieve,focusonthoseyoucan,and therestwillfollow.
arketinghasbeentherealessenceinthe
MupliftingofanyOrganizationinthelongrun.
Whilethereareanumberofotherparameters thatfosterabusiness,marketingcertifiestobethebaseof it,upholdingtheawarenessandreachitrequires,printing itsmarkworldwide.
Forallfirms,whetheranypoorstart-uporan MNC giant, aneffectivemarketingstrategycanserveasapivotalroadmapfortheentirebusiness.Bydevelopingacoherentand wellconsideredmarketingstrategy,organizationscan promotetheirbusiness,targettherighttypesofclientand allocatetheirresourcescorrectly,allwhilesafeguardingthe reputationofthefirm.
Becauseoneparameterofamarketingplanaffectsallofthe others,synchronizingactivitiesiscriticaltoeliminate obstaclesandmaximizeprofits.Amarketingstrategylooks atalltheareasofthesalesactivitiesandhelpseachone supportthenext.
Oneofthemostimportantaspectsofanymarketing strategyrelatestorecognizinggrowthopportunities.This canbeefficientlydonebyusingthe SWOT analysis.Once anorganizationidentifiesits strength, weaknesses, opportunities and threats ofanymarketingscheme,it becomeseasiertoen-cashthoseopportunitiesand reconsiderwhatcourseoractionshouldbetakento eliminateprevalentthreats.
Theunderlyingfocusoftheorganization’smarketing strategyshouldbebasedontheconceptofdevelopingand increasingawarenessofthecompany’sbrand,andalsoon developingtrustassuranceinthatbrand.Acompany’s credibilityorserviceisitsmostimportantasset.Hence, attemptsshouldbemadetoenhanceandprotectitduring thecourseofthemarketingprocess
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Understandinghowtocreateanintegratedmarketing strategyisthekeyhelptomakebetterindividualdecisions withrespecttospecificmarketingtactics.Inorderto achievethis,organizationsmustimplementrobustand efficientmarketingstrategiesasquicklyaspossible.Allthe keycomponentsofamarketingstrategy,ifcateredand appliedinthebestmanner,helpstodesignandmanufacture successfulbusiness.
Herearesomeofthecrucialparametersthatplayapivotal roleinsuccessfullyimplementingandnourishingeffective marketingstrategies.
Aswithalltheplans,goalsandobjectivesaretheoriginof anytarget-orientedorganization.Withoutapropermixof theseobjectivesaccordingtotheprevalentresources,a companyprovestobeinefficientinthelongrun.
Itcanbeginbythinkingthroughgoal-specific accomplishments,identifyingbasicmarketingobjectives,
whichmayincludesomeofthefollowingaspects:
Increasedbrandrecognition
Growthinthemarketshare
MarkettoNewCustomerSegments
Digitization
Oncetheobjectivesforthebusinessarefullydetermined, theconceptof On-margin investments,BudgetandEnd revenuecomeintoplay.However,thereisneverenough budgettocoverallthemarketing‘wish-lists’adequately TheprocessofInvestmentisiterativeandoperates continually.Itmaybeafunctionof:
Comingupwithbudgettoshelterallthemarketing needs
Identifyingtheobjectivesthataremorecriticaland inclinedtowardsthesuccessfactorandreallocating budgetmeettop-priorityobjectivesona‘first-serve’ preference.
Searchingforinnovatingwaystostretchthemarketing budget.Forexample,contentdevelopment, low-cost crowdoutsourcingetc.
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Constructingabigpictureviewandreviewingthekey marketingthrustareas.Othersparameterssuchasspend comparison,consumptionofutilizationchannels, websiteoptimizationetc.shouldbefetchedunder consideration.
Asfarasrevenueisconsidered,amarketingstrategyis usedtodeterminetherevenuethatthecampaignwill deliver Allofthepartsthatgointodeterminingrevenue, includingthebudgetallottedtothecampaign,productcost, sellingpriceandthelifespanoftheproduct,shouldallbe consideredwhiledevelopingthemarketingstrategy The estimated End-Revenue canbemeasuredagainsttheactual revenue,andthatinformationcanbeusedtocreatefuture marketingstrategiesthataremoresuccessful.
Trackingandanalyzingthedynamicandchangingneedsof theaudienceunderradarispivotalineffectivemarketing. Identifyingthedemographicandpsychographic characteristicsofthetargetaudienceaidstorelocalizethe radiusunderconsideration.Basedontheavailabledata,
segmentationshouldbedonetoprovidequalifiedandneedbasedresources.
Abuyerpersonaisafictionalrepresentationofyourideal customerbasedonstatisticalmarketresearchandthe prevalentdataaboutyourexistingcustomers.After developingbuyerpersonas,developingtheBuyerJourney foreachsinglepersonaanditsinteractionwiththebrandis consideredtobethekeytoimplementtrustandsatisfaction amongthetargetaudiences.
Messagingisaprocesswhichsignifiesthefirm’sintentions, andinformstheactualpurposeofyourbusinesstothe externalworld.
Basedonadetailedevaluationofhowtargetisreacting withthevariouscomponentsofthebrand,establishanapt messagingmedia,tone,sellingpropositionsandkeyterms thatarelikelytoresonatethemost.
Analyzeanddecidewherethebusinesswouldgetthe most Return on Investment (ROI).Thiscanbedoneby echoingthechannelsaroundthreeroadcategories:
Traditionalmarketingchannels(TV,Radio,Newspaper, DirectMailetc.)
DigitalMarketingChannels(Website,Mobile applications,Socialplatforms,onlineadvertisements etc.)
ContentMarketing(Blogs,Newsletters,e-books,Infographicsetc.)
Thoughtheroleofcompetitionindevisinganoptimal marketingstrategyislimited,ithelpstodrawcomparisons amongidenticalproductsandgroups,providingscopefor ‘brand-improvements’.Inordertosymbolizeapowerful campaign,marketingstrategyneedstoofferadetailed descriptionofthecompetition,accordingtothesmall businessexpertsattheCenterforBusinessplanning.
Theobjectiveofthemarketingstrategyistoprovide historicalinformationonhowthecompetitionhas advertisedproductsinthepast,thetargetmarketthe competitiongoesafterandtheproductfeaturesthatthe competitionoffers.Someotherfactorsincludecompetition pricing,thecompetition’sdistributionnetworkandthesales strategies,whicharealsoapartofthecomprehensive marketingstrategy.
Differencemakerscandrivemeaningfulchanges thattouchpeople'slivesatdifferentlevels.
LeveragingherMITbackgroundandpassionfor makingadifferenceinthelivesofothers,SashaKinghas ledaremarkablepatient-centricapproachtoscientific innovationandcommercialgrowthsinceshejoined CareDxastheChiefMarketingOfficer
Sasha'spassionforimpactingpatients'liveshashelped CareDxdeliveranewstandardofcareforpatientswho've tradedend-stageorganfailureforasecondchanceatlife withanorgantransplant.Shehasalsohelpedsimplify patients'day-to-daylivesbyrollingoutat-homeblood testingforimmunosuppressedtransplantrecipientsduringa globalpandemic.
Togetherwithhercolleagues,Sashalaunchednew diagnosticproductsthatenhancecareforpatientsliving withadonatedheart,kidney,liverorlungandpatientcentricdigitalapplicationsthathelpimprovecomplex medicationadherenceregimens.
SashastatesCareDxisfullyandexclusivelydedicatedto transplantpatientcare,focusedonsolidorgantransplants withanacutemedicalneed.Shenotes, “We help people who are experiencing end-stage organ disease where a vital organ – their heart, their kidneys, their liver, or their lung(s) – are failing, and they need to receive a new one to survive. It's a patient population where transplantation makes miracles happen, taking recipients from their very worst medical state to a new lease on life.”
WhenCareDxwasfounded20yearsago,itfocusedonnew emergingtechnologyandidentifyingthebestmarketfit basedonthetechnologyitself.Thecompanylookedat
everyplacewhereitsproprietarygeneexpression diagnosticscouldbeimpactful.Earlyon,thecompany decidedtofocusonhearttransplants,wheretherewasa significantunmetmedicalneed,andavailableproducts wereinvasiveandlaggingindicatorsofheartrejection. CareDxwasthefirsttointroduceanon-invasivebloodtest toassesstransplantedorganhealth.
Sashamentionsthateightyearsago,aroundthetimethe companywentpublic,thecompany'sformerCEO,Peter Maag,putafirmstakeinthegroundanddecidedtofocus exclusivelyontransplantpatients.Itwasn'tenoughtooffer atesttoidentifyrejection.Hewantedtoexpanditsmission tohelptransplantrecipientsateverystageoftheirjourney, pre-andpost-transplant–fromorganmatchingtowaitlist supporttopost-transplantsurveillancetomedication adherence.
ThecompanynamewaschangedtoCareDx,revitalizing thecourseforthecompany AfterlaunchingAlloMap Heart,theworld'sfirstnon-invasivetesttomonitorimmune quiescence,itrealizeditneededtoevaluatemultiple dimensionsoforganhealth.Sashashares, “We acquired the initial intellectual property behind AlloSure ,a tool that can measure donor DNA levels in a recipient's body – a key measurement to inform post-transplant care. Since then, CareDx has spent years in research and development to clinically validate AlloSure for heart, kidney, and lung transplantation.”
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CareDxisnowplowingnewfrontiersinmultimodality diagnostics,combininggeneexpressiontestswithdonor derivedcell-freeDNA(dd-cfDNA)togivetransplant physicianstheearliestandmostcomprehensivepictureof post-transplantorganhealth,enablingtimelier,tailored medicalinterventionsifproblemsarise.
Asthecompanygrewandnewproductswereintroduced, Sashaworkedwithherteamtobuildoutsales,marketing, andcustomercareteams,andsupportingreimbursementto ensureAlloSure wasreadilyavailableforalltransplant patients.Incontrast,previoussolutionsfortransplant patientswereeitherlaggingindicatorsoforgandamageor invasivebiopsies.Sashamentions, “We were able to introduce a completely new, advanced molecular tool that has provided early detection for patients and clinicians. If it wasn't for our solutions, you'd hear about patients who would be on a very different trajectory and may have lost their organs. It's incredibly compelling when you think about the impact we're having on transplantation.”
SasharealizedearlyonthatCareDx'ssuccessdependedon averyhightouchpersonalizedservicetosupportthe logisticsofblooddrawsandtest-reportgeneration.She understoodthatlogisticsshouldneverbeabarrierto physicians'abilitytodeploynext-generation,non-invasive, post-transplanttools.Thus,CareDxhaspatientcare managerswhocallpatientsandscheduletheirblooddraws, simplifyingtheprocessfortransplantrecipients,their patientcareteam,andproviders.
RemoTraC,amobilephlebotomyservice,allowspatients todrawtheirbloodfromtheirhomes.Itbecameanessential servicewhentheCOVID-19pandemichit.Sashanotes, “Transplant patients are immunosuppressed and at higher risk of severe disease, so going into healthcare settings
during a global pandemic is incredibly dangerous for them. They need to be able to do their blood draws from home, safely. Luckily, we already had that service in place, but we expanded it to support all patients during the height of the pandemic. The service has helped keep people safe, so only those who need to be in the physician's office with a serious issue go in.”
SinceCareDx'sinception,ithashelpedmorethan80,000 transplantpatientswithitstestingservices.Twiceamonth, thecompanyhostspatientwebinarsandthousands subscribetotheirnewslettertostayontopofthescience andthelatestresearch.Asatransplantcompany,CareDx playsanexcitingrolewithitsdigitalplatformtobring transplantpatientstogether,sotheycantalktoeachother, learnfromeachother,andsupporteachother.
CareDxismovingintomonitoringthehealthofcancer patientsafterreceivingallogeneiccellulartherapiesand stem-celltransplantation.Sashaasserts, “When you transplant someone else's stem cells or bioengineer somebody's cells, that is a form of blood-based or cellbased transplantation. You now have a cell with DNA that is not your own. This is an area where we specialize, so we're excited to apply our organ transplant experience and move into these new areas to provide our expertise to support our patients and expand that definition of transplant.”
Sashaadvisesaspiringentrepreneursventuringintothe marketingsectortotakefeedbackeffectivelyandbe comfortablewithpivotingandmakingchangesthatcanbe asignificantenablerofsuccess.Sashasays, “I've seen people be successful in marketing who come from a wide variety of backgrounds. What they have in common is a growth mindset. That's something I always look for on my teams. In marketing, you need to be comfortable and thrive in change.”
“I also think it's incredibly important to follow your passions. At CareDx, we love taking care of transplant patients. If you have a passion for your mission and a vision for change, you're going to be well-situated to shift into the kinds of strategies that will make you successful," Sasha concludes.
